Coro Artisan Meats

Branding a flavor colossus

In 2017, Seattle’s beloved Italian delicatessen Salumi stepped into the new world. Made famous by its house-made salami and lines that stretched around its Pioneer Square block, Salumi came under new ownership and needed a brand to celebrate its transition from regional delicacy to national treasure.

Established in 1999, Salumi’s original expression centered on physical location and its founder's traditional heritage. Nearly two decades later, Salumi’s sale to two women with formidable business backgrounds and a love for meatballs and mole made it the only charcuterie shop in the nation run by women. Honoring the past while paving the way to the future meant evolving the brand to reflect the value and ambition of an unparalleled product and moment in time.

Roles:

Strategy
Naming

Positioning

Brand Development

Brand Articulation

Brand Narrative

Brand Stewardship

Program Development

Creative Direction

Art Direction

Identity Design

Design

Illustration

Packaging Design

Collateral Design

POS Design

Copywriting

Digital Experience

Photography Production

  
    The Tempo of Taste
  
 Our strategy positioned the brand as the jazz musicians of salami, markedly differentiating it from other traditional salami recipes and competitors. Instead of harkening back to the old world, we embraced improvisation, riffing, and a forward-looking sophistication in timeless favorites. Inspired by the freeform spirit and undeniable cool of American jazz and bebop records, we infused the brand identity and packaging with kinetic energy. 

This deep intention wrapped in vibrant style also inspired the name change. While Salumi was viable as a deli name, it couldn’t legally expand to retail. Returning to strategy and the symbolism of jazz music, we named the retail brand Coro. Italian for “chorus,” it tethers to Italian roots while giving voice to a new generation of flavors, ingredients, and players.

March of the Piccolos

Coro’s packaging is a loud, proud, undeniable departure from traditional salami packaging. Each piccolo is wrapped in a bespoke paper poster inspired by classic jazz and bebop albums of the ’50s and ’60s. The distinctive colors and patterns lend themselves to shopability, with clear brand blocking and flavor differentiation. This approach was extended beyond the piccolos to Coro’s line of pre-sliced salami packaging, and a collection of jarred condiments and spreads.

More Work